Control can quench collaboration: let's talk about it

A couple of workshops I ran recently reminded me that amidst enthusiasm for the opportunities for engagement and collaboration that social media can bring, organisational culture and systems are likely to be a strong inhibitors. The first hurdle may be language.
In both workshops I was working with groups to play through different versions of the social media games I have developed with Drew Mackie. In each case we started by inventing some possible situations - scenarios - where social media could be used for engagement or collaboration, and then went on to use packs of cards to choose a mix of tech and non-tech methods.
Members of one workshop were marketing and communications specialists working in the education field, and they wanted to think through (among other things) how "chip shop mums" could be persuaded to offer their children better diets; how people could be encouraged to challenge yob/hoodie culture (is there a better word?); how children being taught at school might enter the state system.
In each instance - as far as I could see - action would depend upon parents and citizens deciding to do things differently. They would probably be more persuaded by people they knew than by official exhortation. Not only would they need to engage with the issues, they would need to collaborate.
However, the seminar framework within which the workshop discussion was taking place was "identify your audiences, clarify your messages, choose your channels, set your targets, develop a plan".
The groups were choosing social media tools like MySpace, blogs, video, identifying possible champions to use them, but perhaps not realising at first that once you go down that path you can't control what happens. You have moved from the world of media megaphones to one where "The Audiences" are no longer the receivers of content; they are the producers.
Of course, that's always been the case in situations where people can chat to each other ... whether at the school gate or in the chip shop queue. Social media increases the reach, amplifies the organisation-instruction/personal-conversation gulf.
We talked a bit about that at the wrap-up of the session, and there were lots of nodding heads, so I'm sure, as they say, it will be taken on board. I must check in and see what future social media communication plans look like.
The other workshop was with tenants and leaseholders of a large housing organisation, where the community development staff were keen to explore how social media could help people not only get better services, but also participate in forums and other activities even if they were spread across south-east England.
We had great fun a their conference this weekend inventing situations that ranged from flooding putting out all centralised systems, to online advice systems and organising childcare. Groups then had no difficulty working out what might be done - because those in a group that weren't too sure what a blog or wiki was, got help from the others.
The director of IT joined in and added some bright ideas ... but over lunch was rather more circumspect. The problem was, he said, we would need to work out how to support and manage these new systems. There would need to be some control.
Of course, that was clearly the case when the new services had to be integrated with those already provided by the organisation. But these days there's nothing to stop a group of residents setting up their own communication systems using free or low-cost web services ... and I sensed that this might initially bring furrows to some brows.
The discussions that would then be necessary within the organisation - perhaps between community development staff and service providers - would probably be a replay of others over the years about how far people should be consulted, engaged, trusted.
Again, I think things will work out. As I was leaving, and chatting to staff organising the event, I raised this possible tension. "Oh don't worry about that", they said. "We don't hang about. We just set up our own wikis for collaboration, and get on with it".
While the two workshops reminded me of the control and culture issues raised by social media, they also confirmed that a good way to start dealing with them is to get together in groups and talk about it. Nice to have clients who recognise that ... which reminds me of another point.
In an exchange of emails after the first event my client contact said she thought that the game had been really useful, and she would be using it to help plan a communications network for a group of education institutions that really needed to collaborate more effectively. My first thought was, hey, how about involving me. But then I reminded myself that I had said the games were Creative Commons licensed and could be used and remixed if then put back into the public domain. That's the thing about social media stuff, once it's out there, you can't control it.
Report of an earlier workshop on using social media for engagement, and one on social media in housing.
If you are interested in an insider view of how the UK government is grappling with social media, you can do no better than read Whitehall Webby Jeremy Gould. He reports on how the Foreign Office is embracing Web 2.0 under Ministerial blogger David Miliband. That's the other lesson, of course. A bit of old-style leader is needed if you want to cut through the barriers ... and good to see that it will be more than him with the blog in future. You can find FCO blogs here.
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Comments

[Jeremy Gould]

Useful thoughts David that no doubt have resonance in any large organisation - public sector or commercial. I get the sense that people in these organisations know its the right way to go, but the instincts or control and ownership are very difficult to shake off!